First, let us understand the importance of having a unique landing page from the perspective of internet marketing. Many SMBs do not have a proper landing page because they do not know what landing pages can do to their business. They are also painfully unaware of the fact that landing pages can be made uniquely with different visitors in mind.
How Important are Landing Pages?
Apart from boosting conversions, delivering a direct message and presenting a useful facet of the business to prospective customers, a landing page can be the shortest path to leading the viewer to the conversion page (read: call to action). A landing page is the mouthpiece for the business to address each unique set of visitors with a message that resonates with their needs. The successful businesses out there are doing it with several landing pages, one each for a different group of visitors. Having different sets also make it easy for internet marketing professionals to track down the efficacy of a promotion against the rest and reward the better performing ones and while pulling out of ones that are not doing their bit.
Business communication is an important aspect of internet marketing and landing pages help you achieve just that. So, let us see how small businesses can design better landing pages and improve their conversion quickly.
Getting Rid of Redundant Copy
If your website conveys the message with just a few words, images and videos, why do you need the extra copy? Remember that a new visitor lingers on for about 30 seconds before he is gone. Use this time to give him something better than throw word storms at him.
Take a look at the SEOMoz website, the website is an example in simplicity. Just above the fold the website has nothing but a blue section with an impression of a MacBook Pro and two tiny little arrows beside it, clicking on which transforms the screen inside the laptop.
The design is simple, hence noticing important things becomes easier. It does not get in the way of the viewer and what is particular about the page is its hard-to-miss call to action button.
Making Things EasierWe
will look at this from two different angles. You can make things easier for you or you can make your simplify your visitor's burden.
Once again, we will take the example of SEOMoz. Their Sign Up page is not the simplest of all, but it is built with a purpose. The form allows SEOMoz to gather important data (credit card details, billing addresses etc), which I think dissuades viewers from signup for anything at all.
On the other hand, Raven Tools, which sells tools for internet marketing and social media have a much better and visitor friendly sign up page. Raven does not want your details, so unlike SEOMoz, they have more users signing up for their free trials.
Calling to Action
At the end of the day, the purpose of any landing page or the purpose of an internet marketing agency is to call viewers into taking some action. Some like to provide all the useful information and then present the action gateway at the end, others prefer to take care of CTA at the very beginning.
Besides being a matter of personal choice, call to actions can be placed either at the top or the bottom, the difference is not much or very slight. What's more important from the internet marketing perspective is making the CTA effective. Instead of pasting it all over the place, I would suggest putting it at the bottom of a succinct text leading the viewers into clicking on it.
Internet Marketing in the digital world is expanding at a neck break speed and to keep up with it, you need to be on your feet, test out new models and trust old methods that are known to work.